Precision Marketing
Subtitle: The New Rules for Attracting, Retaining, and Leveraging Profitable Customers
Contributors: Philip Kotler (Foreword)
Publisher: Wiley; John Wiley & Sons
Published: February 6, 2004
Language: eng
Number of pages: 272
ISBN-13: 9780471467618
First sentence: "More than a thousand bombs and missiles were dropped on Baghdad, three times the number from the entire Gulf War," reported Pentagon correspondent Jim Miklaszewski, while being interviewed on Today.
Description: This title chronicles the demise of marketing intuition and the rise of marketing science. It provides a roadmap for how companies can combine precision marketing with mass marketing to cut costs and grow revenues in a world transformed by network technology, brand disloyalty and customer scarcity.

"Today, the pressure to demonstrate marketing ROI has never been greater. That being the case, many companies are taking a hard look at how they allocate their marketing resources. They're taking a more scientific approach to marketing and treating it as a true business discipline. This means more rigorously capturing, analyzing, and manipulating customer data. And it means delivering narrowly defined messages that are differentiated, and designed to resonate with customers' specific wants and needs. This process is called precision marketing. The good news is that it can be readily deployed, thanks to a new breed of high-tech tools and analytical capabilities." "With this book, Jeff Zabin and coauthor Gresh Brebach show how these tools and capabilities can yield enormous business value. Writing in an engaging style that touches on everything from Renaissance thinking to science fiction a la Minority Report, they provide a definitive road map for combining precision marketing with mass marketing to cut costs, grow revenues, and create an overall competitive advantage."--BOOK JACKET.